DIY Facebook Ad Strategies For 2025 Dominate Any Market with Stephen Johnson & Stephen Blackburn

Speaker 1 I'll dive into the strategy and then you could follow that up with the Facebook, Instagram, Meta situation. So, here's a strategy, and we never share this strategy on a podcast.

Speaker 1 We've actually never done this before.

Speaker 2 This is right about now with Ryan Alford, a Radcast Network Production.

Speaker 2 We are the number one business show on the planet with over 1 million downloads a month,

Speaker 2 taking the BS out of business for over six years and over 400 episodes. You You ready to start snapping necks and cashing checks? Well, it starts right about now.

Speaker 1 Right about now. What's up, guys? Welcome to Right About Now.
We're always getting right, and we're always about what works now.

Speaker 1 Well, you know, that's why we're here today. We got Steven and Steven.
We're rich from anywhere. What's up, brothers? Come on, bro.
Come on. What's up, Brian? Hey.
Let's get it.

Speaker 1 Thanks for having us, man. Glad to have some marketers on the show.

Speaker 1 You know, we always talk in business, always getting down to business one way or the other but good to have some fellow marketers in the fla what's what's cooking down in uh florida

Speaker 1 man we just had uh we just had hurricane milton out here um hurricane milton causing destruction and losing power and stuff like that man but um you know it's part of the cost of living in florida you know you gotta it's always there's always ways to flip it though like one of our clients is actually a auto glass shop auto glass repair shop right so we're always finding a way hey look we just had the hurricane this is the perfect time to run a campaign everybody's glass is shattered out here yeah you know

Speaker 1 i see that and then if you're depressed you just go get some crumbled cookies

Speaker 1 hey you gotta tell them

Speaker 1 get uh sorry you know drown your sorrows in some crumbled cookies

Speaker 1 hey there's always a reason to market When you go high or low, you know, if the market's bad, you got to double down because everybody else is saving money, you know, the market's good, you got to go hard because you got to compete, you get, or if you're doing well, you know, that's the hardest thing is convincing clients that are doing good that they could do great, you know, with better, more marketing.

Speaker 1 I don't know about you guys, I run into that a lot.

Speaker 1 There's always an angle, you know, there's always an angle when it comes to marketing, and that's why, like, we love marketing is because, regardless of the tension or the situation going on in the world, there's always an angle, whether it's good or bad.

Speaker 1 And if you're good at that stuff, you can thrive in your business regardless of what it is that you sell. Yeah.

Speaker 1 And I love, we love working with businesses who already have a lot of momentum and a lot of word of mouth and stuff.

Speaker 1 But I try to get other people to understand that word of mouth is not a marketing strategy, right?

Speaker 1 Word of mouth is the cherry on top.

Speaker 1 right that's the whipped cream because the problem is is like if you're relying on other people's mouths like well when other people's mouths stop working your business business stops working, right?

Speaker 1 So

Speaker 1 you need the word of mouth. It's amazing, right? But you always need to have a lead generation source that you can control, right? So that you can have the leads and the sales coming on tap, right?

Speaker 1 And then let the word of mouth be that whipped cream on top, bro. You know what I mean? So

Speaker 1 we deal with a lot of really, really successful people who have that organic traffic coming in. But anytime we can throw in some paid ad strategies behind it, it's like

Speaker 1 it turns into a bonfire. Oh, yeah.

Speaker 1 It always works from our experience, it always works better. Like we get excited.
Like if we get

Speaker 1 a client or a coach that's already doing really well, for instance, Myron, right? Myron Golden.

Speaker 1 If we have someone who's already doing well and has data already and they haven't tapped into the marketing yet, man,

Speaker 1 it goes crazy. Crazy, crazy.

Speaker 1 It's hard to put lipstick on a pig. Let's just call it spade a spade.
You know, like marketing, I mean, you can, sometimes you amplify, you know, a bad business.

Speaker 1 All you're doing is causing grief because they're not ready to handle it or it's a bad bit. I mean, it's just hard.
Like, and I, we had to have those discussions sometimes.

Speaker 1 I mean, I'm not somebody that's going to tell you each business bad, but like, dude, there's no differentiation here, or you don't have something that we can light a fire under.

Speaker 1 You know, typically you think about it.

Speaker 1 I always use the music and my producer, Sawyer Rice, has a cool ass band. And so he'll get this.
But, like, if you sing good or you play good guitar, you want an amplifier to make it louder.

Speaker 1 But you know what? If you sing like shit, you don't want to amplify that

Speaker 1 music. We used to be music artists as well.

Speaker 1 You know, if you know, if Rich from Anywhere don't work out, I could see Steven and Steven, you know, doing something.

Speaker 1 Y'all got the look.

Speaker 1 1000%.

Speaker 1 That was our, that was our life for a long time, bro.

Speaker 1 Bro, real long time. So you are singers? Yeah, yeah, yeah.
So we actually used to be music artists a long time ago. So I'm a recording engineer.
We rap, we sing.

Speaker 1 And like, you know, hey, look, we did it for a long time. I've been writing lyrics since I was like 12 years old.

Speaker 1 So like the transition into marketing and writing ad copy was a very easy transition, right? Because when you're writing lyrics and writing songs,

Speaker 1 you're training your brain to speak to the emotions and to pull that emotion out of people. And it's really not too much different when you're selling something on a sales page, right?

Speaker 1 You have to hit people in their feels and bring out the emotions because people buy with emotion and they justify with logic later. So, um, that was kind of an easy transition for us, man.

Speaker 1 But yeah, we were doing, we did music for a long time, but the problem is, well, we were just broke, bro. We were your typical broke music artists out here, just struggling, working jobs we hated.

Speaker 1 Um, you know, couldn't take care of our family, the whole nine.

Speaker 1 But you know what, man, like, like, one thing that I do appreciate about the music industry, because I mean, we were deep in the industry, We worked with Grammy Award winners, songwriting, like we were in there.

Speaker 1 But one thing I really appreciate is the fact that we didn't achieve that success that we wanted because what that instilled in us was a hunger and a

Speaker 1 desire to learn how to market more effectively. Right.
Because if nobody knows who you are, you could be the greatest thing in the world. You could be the greatest thing since sliced bread.

Speaker 1 But if no one knows that you're amazing, then it doesn't really matter. And we took that to heart.
so so what we decided to do i'm glad you had that perspective because it pissed me off

Speaker 1 it

Speaker 1 it for real gave gave me the hunger because you got to think about it like if you're a grinding artist the one thing you need to work on is your marketing right and that's one thing that we we we did a lot a lot um but to his point we didn't really make any money so we transitioned to e-commerce and we created this e-commerce brand um and you know how it is shopify you go on youtube and you look at these successful Shopify stores and they're like, oh, I make 100K a month.

Speaker 1 And you're like, oh, I can do it too. That's easy.
And then you just follow these YouTube videos and try to learn ads on your own. And it ends up not working and you spend all this money.

Speaker 1 That's our story. Spent all this money, didn't work.
Finally hired a coach to teach us. And in seven months, we went from zero to $209,000.
And that's not a lot of money in the grand scheme of things.

Speaker 1 But for cats that was super broke, working two jobs, couldn't afford to pay rent, that's a lot of money at the time 200k is really money yeah yeah yeah yeah yeah yeah yeah so you know from from that point we we ended up selling the brand we packaged up the assets sold the brand um but we learned marketing like we learned how to do it because we were in the trenches doing it on our own um and from there we started acquiring other clients and doing it for them but segwaying it back to music we realized how how amazing ads were so we infused it into our music and we actually sold out a few shows in atlanta georgia because of facebook ads and when we did that that's when we looked at each other and we were like yo bro like if we could do this for like our music we could literally do this for any brand any any situation out there so that was really like that real light bulb moment that told us yo we could do this for anybody yeah rich from anywhere Steven and Steven.

Speaker 1 That's where it all came from, man. Yeah.

Speaker 1 And we came up with that name where we were in a really crappy apartment with like roach problems problems and ant problems right so like we were we were definitely uh you know projecting that into our future like because it wasn't we weren't we were broke from atlanta georgia that's where we were

Speaker 1 but we were trying to be rich from anywhere

Speaker 1 i know i'd rather be rich from anywhere than broke in atlanta

Speaker 1 i'm only two hours from atlanta when i'm in atlanta i like to have some money yeah yes sir you got to you got to i lived in manhattan and i had some money and that was fun oh my goodness.

Speaker 1 But I wouldn't want to be there broke. I had a lot of employees that are like early in their career.
I'm like, damn, I would not want to be suffering here in New York. Like, damn.
I mean,

Speaker 1 you got so much to do, but if you ain't got no money, it's like, damn, what you gonna do? There's nothing you can do, you can't do anything.

Speaker 1 I know, you know, so, and that's kind of how it was for us, man. But no, go ahead, go ahead.

Speaker 1 I mean, I've been in the game a while, and it's been interesting watching sort of the Facebook and the social media spectrum change and grow.

Speaker 1 I feel like, and you guys obviously are in it day to day. So I look forward.
We'll get into some real tactical stuff here.

Speaker 1 But like, it was like 2010, 2011, you could throw $5 at Facebook and make 500. You know, like, it was like, oh, well, it was crazy.

Speaker 1 And then I feel like we've gone through this nuance with social media, whether organic or paid.

Speaker 1 Definitely the organic, you know, train ended a long time ago, but for a lot of things, I mean, you can get viral and all, but let's not play that game. You know, you show me a marketing guy.

Speaker 1 I'll tell you to go viral. I'll go tell you somebody you need to run from.

Speaker 1 And I'm not saying you can't do it. I've had clients do it, but I don't sell that shit.
It's like, no, I sell all

Speaker 1 the game. But it's interesting.

Speaker 1 I'm curious,

Speaker 1 you guys have kind of gotten in, I think, towards the you've had to really work for it to figure out what works because it wasn't 2011 when you guys started doing this when it was just, oh, anybody could throw it.

Speaker 1 Now it's gotten what I would call like real marketing. You got to really play the game of earning how to get in front of people, the right audience, targeting, all that stuff.
I mean,

Speaker 1 what's been your just, you know, before we get to the absolute nitty-gritty, just a general perspective of social media marketing the last few years.

Speaker 1 Man. Well, yeah.
So like when we first started, 2016 is when we really started like really getting serious about Facebook ads. And yeah, that was when your CPMs were really low.

Speaker 1 You know, you were just reaching, got a bunch of bang for your buck.

Speaker 1 And so it was a lot easier, but you still needed strategy because like when we first started our first e-commerce store, he told you we went from zero to 209,000 in about seven months.

Speaker 1 But what he kind of brushed over was we spent three months and $5,000 of our own money trying to figure out what worked, even back then. So it's not necessarily about time, it's about about strategy.

Speaker 1 Because when we hired that coach to come in and look at our stuff, I'll never forget that in my entire life because this guy came in, he looked at our ad account and he was like, dude, no wonder you guys aren't making any money.

Speaker 1 Like y'all are doing everything wrong. Like you're not targeting right.
You're not using that right words, this and that.

Speaker 1 So we switched up our strategy, ran the new ad, and we made a sale within seven hours of the ad launching.

Speaker 1 So that right there was the switch for me. It was like, you know what? It's not about just working hard at things and just time, time, time.
It's about doing things the right way. Right.
So

Speaker 1 now it's really not too much different

Speaker 1 in today's age. You still got to have the right strategy.

Speaker 1 The thing is, though, the thing that has really changed a lot from my perspective is that the algorithm has changed a lot and the algorithm has gotten a lot smarter, right?

Speaker 1 I mean, bro, it has gotten ridiculously smart. Like, I don't know.
I don't even think people even know how

Speaker 1 powerful the Facebook ads algorithm really is.

Speaker 1 like that's why we're so gung-ho about facebook and instagram ads because it has the best ads platform by far and the reason why that is because it has more data on its users than any other platform like literally by a long shot right um for the people who don't know Facebook has 52,000 data points on every single profile on Facebook, right?

Speaker 1 So that means Facebook has 52,000 data points. They know 52,000 things about every single person, right?

Speaker 1 And I always say this, but like, I couldn't even name you 52 things about myself. Like it would take me all damn day.
And Facebook's out here like knowing 52,000 things.

Speaker 1 And Facebook on average has about 10, 10 years worth of history on each profile, right?

Speaker 1 So that means like, like, imagine if someone was just like stalking someone for 10 years straight, 24, 7, like you gave up your entire life to just stalk this one person for 10 years.

Speaker 1 You think you would know a lot about that person, right?

Speaker 1 Facebook knows everything about you, right?

Speaker 1 And so there's some things about like, and I'll even enlighten your audience if you want, man, like some of these things that Facebook knows about you. Have you ever heard of shadow profiles?

Speaker 1 So for those of y'all who don't know what a shadow profile is, when you sign up for Facebook on your phone and all this kind of stuff, Facebook is actually pulling in your contacts.

Speaker 1 inside of Facebook too, right? And it's gathering all your data from your contacts. And what it's doing is it's creating shadow profiles on the back end of Facebook.

Speaker 1 These are not publicly seen Facebook profiles, but they are, but they're shadow profiles on the back end.

Speaker 1 And the reason why Facebook is doing this is because Facebook doesn't just want to know information about you.

Speaker 1 Facebook wants to know information about your entire network and how your network influences your behaviors and your thoughts and your actions so that it can target you with the right ads.

Speaker 1 So there's people who come to us and they're like, oh, I'm not on Facebook, so they ain't got my data. I'm like, bro, you got another thing coming.

Speaker 1 They know about you, though.

Speaker 1 So, you know what, though, bro? Like,

Speaker 1 and this, this speaks to the power of Facebook, everything that you're saying right now, it speaks to the power of Facebook because you know, we come across people and business owners who feel like, oh, I tried Facebook ads once and they didn't work for me.

Speaker 1 So

Speaker 1 it doesn't work, right? If I've heard that once, I heard it 10,000 times.

Speaker 1 You already know, bro. So it's like, but what people don't understand is that you have to take into account the cost to to acquire a customer.

Speaker 1 Because a lot of times these people will run these top of funnel ads and they'll stop right there. And they'll say, oh, Facebook ads doesn't work, right?

Speaker 1 But you got to understand

Speaker 1 that in the Facebook ads game,

Speaker 1 and especially in e-commerce, about 97% of the people that visit your website the first time aren't going to buy from you anyway.

Speaker 1 So a lot of times people get discouraged by that and they're like, oh, ads don't work. So they don't.
go deeper right

Speaker 1 once you continue to go deeper and you begin doing the retargeting and and messaging that way right it changes the game but a lot of times someone might be like well i ran ads one time and i spent 200 and i got got three customers so i i didn't get a positive roi out of that right but you have to understand that it's not just facebook ads right you have to make sure that you have a certain type of product offering that's going to actually get these people to buy from you over and over and over again right because if i spent a hundred dollars to acquire a customer and they spent $20 on a product for me, yes, I'm in the hole initially.

Speaker 1 But if I have bundle offers on the back end that get them to buy as well, now all of a sudden I'm decreasing the negative ROI.

Speaker 1 And eventually what's going to happen is if you continue to market via text and email marketing and have your automation set up the right way, Over time, they're going to continue to buy from you.

Speaker 1 And now that ROI is going to turn positive. So it's a holistic approach that people need to take.

Speaker 1 I love Facebook and Facebook is amazing because what it does is it introduces new people to your brand.

Speaker 1 And as long as you can get them into your ecosystem, if you have good products and services and you're marketing correctly, you can make a fortune doing that.

Speaker 1 Yeah, but like, and Ryan, you, you know this, man. Like at the end of the day, amateurs, they always focus on the front end results.
Right. And professionals, they're focused on the back end results.

Speaker 1 And you've always heard the term, like the company that's willing to spend the most to acquire a customer wins because they understand like, look, when I run these ads, yeah, even if your cost per acquisition is a little bit higher than you want it to be, if you got stuff on the back end and you can make that a loyal customer, that's where the money is back here.

Speaker 1 So shift your focus and understand that Facebook is a customer acquisition tool, right? It's an awareness tool. Use it for what it's been, it's supposed to be used for.

Speaker 1 And then make sure that you have a business model that supports and makes everything work, right? So if Facebook ads don't work for you, I would say it might not be Facebook.

Speaker 1 It might be your business model that's not working, right?

Speaker 1 So you got to, you got to look at it that way. And because Facebook gives you all the tools, man, the algorithm, going back to some of the things that it does, it even tracks your movement patterns.

Speaker 1 So it like your phones have sensors inside of them and Facebook's inside of your phone and it can detect your movement patterns.

Speaker 1 So if like, for instance, if Ryan, you know, he likes to go out and take a walk at seven o'clock in the morning and he's got his phone with him.

Speaker 1 Well, his phone can track those movements and facebook can detect those patterns throughout the day and it starts to realize okay ryan likes to walk at seven in the morning he likes to work out at 11 o'clock in the morning and he's stationary at about two o'clock okay so let me run ads to ryan at two o'clock because that's when he's stationary looking at his phone Right.

Speaker 1 So like the Facebook algorithm, it goes way deeper than people think. And you just got to let Facebook do its thing.
I think that's the difference between how it was in 2016 and how it is today.

Speaker 1 The Facebook algorithm is way smarter and it's less about targeting now, right?

Speaker 1 Because I don't know if you remember, like 2016-ish, like you were, there was all these targeting strategies where you had multiple boxes and you were narrowing things down. It was all intense.

Speaker 1 Nowadays, dude, the Facebook algorithm is so smart, you don't even need to do that anymore. What you need to focus on now is messaging, right? We always say messaging is the new targeting.

Speaker 1 So get really, really good at understanding your client, understanding their pain points, speaking to your avatar, and let the algorithm find your person, right? It's not about targeting.

Speaker 1 It's more, it's more about messaging, you know, and creative. So I think back to sort of like the business as a whole, you know, working or not working.

Speaker 1 I mean, so many companies, I mean, even like multi-million dollar companies, haven't spent the time like even looking like, what's the lifetime value of a customer?

Speaker 1 Like, how, like, what, you know, if you sell monthly services, it's one thing, like you said, if it's $1,500 to acquire that customer, but if you sell them something monthly, or they get into your CRM and they're now a customer, lifetime value.

Speaker 1 And so, like, sometimes, you know, y'all be talking to some clients that you know until they get it, then some clients don't, you know, like, what's LTV? Like, I'm like, come on, man. Like,

Speaker 1 you know, like,

Speaker 1 we got to back up here a minute. We got to do some business strategy, then we'll do some marketing strategy.
Like,

Speaker 1 because, you know, what you got to know what it costs to acquire a customer.

Speaker 1 You got to know what your average lifetime value is, and then you can back your way into what you can afford to pay, you know, to acquire that customer.

Speaker 1 Exactly.

Speaker 1 Yeah. And so that's a business discussion.

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Speaker 1 I am curious.

Speaker 1 I got several questions on Facebook specifically,

Speaker 1 slash meta. It's just so hard.
It's so hard. So hard to get.

Speaker 1 I still call it.

Speaker 1 So does 99% of America.

Speaker 1 But

Speaker 1 I'll come back to why I brought that up. But I take it, you know, you guys have done this long enough.
You're spending enough money. You guys are gurus now.

Speaker 1 And you've obviously evaluated other platforms to try to do the same thing. I mean, have you guys dabbled in TikTok or Google ads or

Speaker 1 programmatic

Speaker 1 native type stuff like display? I mean, is it just you always come back to Facebook or what's been your perspective on other platforms?

Speaker 1 Yeah, man. So we dabbled.
so we've dabbled into google ads youtube ads tick tock ads we've dabbled into those programmatic we haven't dabbled into um at all really but

Speaker 1 with our experience with tick tock ads tick tock ads are great for like lead generation and and acquiring uh

Speaker 1 more

Speaker 1 potential customers quicker. It's also great for CPM.
Like if you want a really low CPM, go to TikTok because there's less competition over there.

Speaker 1 So it's going to cost you way less to get the eyeballs on your brand.

Speaker 1 One of the things that I noticed with TikTok is, and this is from our experience, the quality of

Speaker 1 customer for us isn't as great as it is with a Facebook platform, right? And TikTok's kind of new and, you know, a lot of kids are on TikTok and stuff like that.

Speaker 1 So TikTok is a great way to acquire leads and to make money depending on the cost of your product or service, right?

Speaker 1 I know people who are selling like $250 coaching programs and they're doing great on TikTok because that's kind of like that audience. Right.

Speaker 1 And that's the thing, too, is it goes back to, again, the business discussion of knowing your audience, knowing what it is that you're selling, right?

Speaker 1 So if you're an e-commerce brand selling a $20 product, hey, TikTok will go crazy for you, right? It'll smash for you.

Speaker 1 But, you know, I know you have a lot of high-level entrepreneurs watching this podcast. You know, if you're selling $5,000, $10,000, $50,000 programs.

Speaker 1 TikTok might not be the best place for you to advertise because you're going to get a lot of tire kickers coming in.

Speaker 1 And then the other thing about the TikTok algorithm, you got to understand, is just that TikTok's just not as old of a platform. So it just doesn't have as much data on its users.

Speaker 1 So therefore, the algorithm just isn't as smart as Facebook. And again, if we're going to put our marketing dollars somewhere, don't we want to put it where it's best used? Right.

Speaker 1 Don't we want to use the best platform? And I'm not saying that TikTok's not great. It is, but it ain't as powerful as Facebook.

Speaker 1 And then you have Google, which obviously Google is great because it's search-based, right?

Speaker 1 So if people are searching for certain keywords, then they're going to look for you and they're going to find you, right?

Speaker 1 And so, but the thing is, that's great, but you also have to understand that sometimes people, they know what their problem is. So they go off and they search for their problem.

Speaker 1 But sometimes people have problems that they don't know what the solution is. So how are they going to search for something that they don't know exists?

Speaker 1 So you have to have a blend of both where it's like, hey, if you got people who are looking for you, great, do some Google ads.

Speaker 1 Although, Google ads for us always tend to be a little bit more expensive. All right.
So that's another reason why we tend to favor with Facebook. But Facebook is more interruption marketing.

Speaker 1 So Facebook's going to interrupt people with a solution that they didn't even know existed. And I'm sure it's happened to you.

Speaker 1 It's happened to me all the time where literally, like, I have a shoulder issue right now. Like, I was working out and my shoulder tweaked it.
Right.

Speaker 1 And somehow Facebook knows that I tweaked my shoulder in the gym. You probably

Speaker 1 had to search somewhere for

Speaker 1 it's watching me in the garage like workout and he's like

Speaker 1 tweak the shoulder. But then so next thing I know I'm getting hit with these right these red light therapy products.

Speaker 1 Me too bro. Like literally every day.
But here's the thing though. Here's the thing.
I didn't know red light therapy was a solution to that problem.

Speaker 1 So therefore, I'm over here wondering how I can fix my shoulder issue.

Speaker 1 And so Facebook ads is a way for you to interrupt people with the solution that they, that they're looking for, that they don't know existed. So it's just another perspective, man.

Speaker 1 And that's why we choose Facebook over those other platforms. Now, I will say TikTok, we run TikTok ads as well, and it's good for certain things.

Speaker 1 But if you want to find like quality people from our experience, Facebook ads is where it's at.

Speaker 1 And for the high-level entrepreneurs listening, if I were to suggest a place to start with your ads journey, if you're really trying to acquire more higher ticket customers or higher ticket clients i would definitely start with facebook first uh because it's very easy to use too facebook ads are not difficult they're very easy to use and now with facebook and ai it's just it makes everything so much easier to the point where people aren't even targeting anymore people are literally not putting in targets when they're running ads.

Speaker 1 They're not telling Facebook what type of people they're trying to target.

Speaker 1 They're literally just focused on the messaging, getting their messaging right, speaking to a particular customer, a specific customer, and they're running ads like that and they're still doing well.

Speaker 1 So Facebook is where it's at, man. Talking with Stephen Johnson and Stephen Blackburn, rich from anywhere, rich RFA, rich from anywhere.
I get RFA. I like it.
I like acronyms. You know, RF, team RFA.

Speaker 1 Some of the most successful companies have that three, that three-word acronym. Hey, power of threes.
That's a marketing. That's it.

Speaker 1 It's kind of like, you know, even in the Bible, the Father, the Son, and the Holy Spirit. you know, they knew they were the first.
Come on, boy.

Speaker 1 Come on.

Speaker 1 Right about now.

Speaker 1 It ain't accidental, buddy. Come on, man.

Speaker 1 You know what? One of my marketing, I have like a mentor. You know, both, I like to say I'm a mentor, you know, but I do have one mentor.
His name is Christopher Lockhead.

Speaker 1 He said, he who owns the problem becomes the solution.

Speaker 1 So you frame the problem. He who owns the problem becomes the solution.

Speaker 1 So you don't have to, you don't, you know, we can talk about brand and all your features all day, but you got to talk about the customer's problem and own the problem so that you become the solution.

Speaker 1 Because that's big. Yeah.
So, uh, that's really big, bro.

Speaker 1 Yeah, because I mean, at the end of the day, like, people, I think a lot of people struggle with selling products and they do that because of the thing that you just said, right?

Speaker 1 They're out here trying to sell their products. They don't understand that people don't care about their products.
Like, listen to me right now, guys.

Speaker 1 everybody listening no one cares about your product no one cares about your service either right you think anyone comes to us and they care about facebook ads or they care about like our logo and what our if it like no one cares at all the only thing they care about is can you help me get more customers yes or no can you help me streamline my business and automate it more so i'm not pulling my hair out every single day right can you help me with those problems and so like this whole the whole thing about you know sell the hole not the drill And the too many people are out here selling the drill, selling the drill, and they wonder why no one's buying their stuff.

Speaker 1 Well, they don't want the drill. The only thing they care about is the hole that the drill produces.
So, understand that that is and then, and sell that instead. Yeah, and everything will change.

Speaker 1 Stop worrying about yourself and how cool you are and how you look and how amazing this product is, and all the little trinkets that it has, and all of that stuff.

Speaker 1 And start focusing on why these people actually want that product and add that to your messaging. You got to tie them in emotionally.
It's funny.

Speaker 1 Um, We both recently bought new homes and I was dead set on a price, right? I told my wife, I was like, yo, we're not going above this price for the house.

Speaker 1 I don't care what this lady says when we go in here. I am not spending more than this, right? And I told her that.

Speaker 1 I get in there and she's trying to get me to do an add-on and add some brick to the front. and get a lake view.

Speaker 1 And I would like literally before I could went in there, I'm like, I'm not doing this, babe. I'm telling you right now, no.
Right.

Speaker 1 And she comes in and she's like, well, you know, it's going to look so nice on the lake when you can watch your kids just play on the lake. And, you know, it's going to be all nice and breezy.

Speaker 1 And then when you walk up to the front of the house, that's such a homie.

Speaker 1 She literally didn't even talk about the feature of just having the lake view. She talked about the emotions that I would have by acquiring that thing.
And guess what I did?

Speaker 1 I bought it.

Speaker 1 I went above my price just because she got me emotionally tied to the product or to the product and service, right? So, yeah, it's true.

Speaker 1 So, be careful, like, by the way, this stuff, be careful, like, who you share this insight with, right?

Speaker 1 You start sharing this insight on how to sell with your wife or with your husband, like, they're going to start selling you on stuff.

Speaker 1 Happy wife, happy life. I think Stephen, Stephen Johnson got that right.

Speaker 1 Whether it was real, true or not, I know that one's real.

Speaker 1 I wrote the book

Speaker 1 on how to fuck fuck it up and how to get it right.

Speaker 1 I got both, both, both editions. Editions one, everything Matt will do.
Edition two, how to get it right.

Speaker 1 Oh, shit.

Speaker 1 Yeah, it's, you ain't selling ads. You're selling 12 more rounds of golf this year because you ain't got to fuck with ads because you get it right, you know, like you're selling the benefit.

Speaker 1 You know, more birdies, less business. 1,000%.
Right.

Speaker 1 We're selling, like, we're selling the, you know, take out, take out the stress of like having to like, you know, rely on agencies that a lot of them don't care about your success.

Speaker 1 Now, not all agencies, there are some boutique agencies out there that do amazing results. And get a good idea.
Yeah, Ryan got a good agency.

Speaker 1 Ryan got a prominent agency. But I'm telling you right now, like.

Speaker 1 We've heard thousands of horror stories of people hiring agencies that didn't get them results, wasted their money, and then they put them on a six-month retainer, a contract, and then they left six months and they got no results.

Speaker 1 They spent, you know, 40, 50 grand, got nothing. And then they, the problem with all that is, because we have no problem investing 40,000, 50,000 into our business.
We do stuff like that all the time.

Speaker 1 The problem is when you spend 40,000, 50,000 and you still don't know what the hell you're doing,

Speaker 1 right? That's not an investment. That was just a waste of money.

Speaker 1 So all that could have been saved by just being educated on how ads work, know what questions to ask your agency when you're thinking about hiring them, right?

Speaker 1 And so that you know that they're legit and so that they can't pull the wool over your eyes.

Speaker 1 And even if you do hire that agency, well, now if you're educated, you can go into their ad account and look at the strategies they're using and kind of keep a thumb on the pulse at least, right?

Speaker 1 Because if you don't do that,

Speaker 1 you're just asking to get taken advantage of. Yeah, your business will flatline.
Like, I can't tell you how many people come to us from the agency world, right? And they've hired a bad agency.

Speaker 1 And what happens is, just like you said, they hire them for six months. They spend all this money.
Business stops working. They decide to empower themselves.

Speaker 1 And they're like, yo, I'm going to fire my agency because my business is about to get popping again, right? So they get off this curse, they fire their agency, and then the business literally tanks.

Speaker 1 And the business tanks simply because they weren't educated on the marketing piece themselves. So they couldn't even replicate what the agency was doing anyway.
So now they're in a very bad situation.

Speaker 1 And that's typically when they come this way. So not saying don't hire an agency, but if you are going to hire an agency, educate yourself a little bit or learn this stuff first, right?

Speaker 1 Get some momentum going, make a little bit of money.

Speaker 1 And then, when the clients and the influx of sales start coming in and it's too much for you, then go holler at Ryan and be like, yo, I can't handle this anymore. I want hands off and do it like that.

Speaker 1 And, Ryan, Ryan, wouldn't you agree that it's better to work with an educated client? Oh, God. Look,

Speaker 1 I'm going to jump in. I wish we only work with clients at a certain level.
I don't want,

Speaker 1 there's a lot of clients that hire agencies too early at the wrong time.

Speaker 1 I would, and my best clients are educated and like in marketing and know like enough because the ones that drag that cause the most work for us are less sophisticated and don't really understand what we're doing.

Speaker 1 So we're answering some of a lot of questions, even if what we're doing is working right, you know, this just gets into there.

Speaker 1 But I'm a firm believer that you need to be at a certain level before you even hire. Like, we just don't even get in that camp because it's a lose-lose.

Speaker 1 I'm not in this for four-month customers, you know, like, right.

Speaker 1 And if I am and we have packages, where I just, I'll hire me to consult with you for three months, you know, and I'll teach you, give you all the keys to the car.

Speaker 1 I'd rather do that with a small or a medium-sized client than them hire us, use all our resources, not get the results that they wanted because they don't spend enough or there's not nuanced enough, or it's not, it's like we can't do enough.

Speaker 1 And so,

Speaker 1 believe me, that's why I wanted to have you guys on the show because there's a lot of education that needs to happen. And not every client should be working with an agency.
And it's, exactly.

Speaker 1 Yes.

Speaker 1 1000%. And there's this assumption that you can, I don't know, hire your way to success, you know, with certain things, but it's just not the case when you're scaling and at a certain size.

Speaker 1 You've got to, and the tools now, and this is what I want to delve into with you guys, you know, some of the specifics of using the platforms and the AI and that kind of stuff.

Speaker 1 You know, the tools now aren't so, I don't know, this is,

Speaker 1 it could be overwhelming, but they're manageable. And people need to learn how this stuff works at the very least, if not do it themselves.

Speaker 1 Yes.

Speaker 1 Well, everything that's worth learning has a learning curve, you know, so you got to understand that don't be afraid of a learning curve that just means you're learning something that's worth learning right and yes of course like facebook ads and all these different things they have a learning curve but i'll tell you right if you want to shorten that learning curve get yourself a mentor dude get yourself a coach right don't be an idiot don't be out here like trying to do everything by yourself looking for free stuff like i i think looking for free stuff is what keeps people broke Because looking for free stuff all the time is

Speaker 1 an energy.

Speaker 1 Right.

Speaker 1 And it's an energy you're putting out into the world. you're constantly looking for free free free while all you're doing is you're attracting people who are also looking for free

Speaker 1 you wonder why you're broke

Speaker 1 yeah exactly

Speaker 1 stop looking for that and instead look for the hack to success because every successful person knows that mentorship is the hack right it's not a secret like why would i try to like learn facebook ads for 10 like why would i try to spend 10 years of my life when i can just pay this guy a couple thousand dollars and he can just show me in a matter of weeks Like one time, one of our mentors told me one time, he's look, if you want to really scale your business and be successful, never, ever, ever spend your time trying to save money.

Speaker 1 Always spend your money so you can save time. Because once you spend your time, you never get it back.
It's gone forever.

Speaker 1 But when you spend your money, you can actually get it back and you can double it, triple it, quadruple it, 10 exit, 100 exit, right? And so.

Speaker 1 No, find yourself a coach and it's not that hard is what we're ultimately what we're trying to say is when you have the right guidance and someone showing you one step one, step two, step three, right?

Speaker 1 And they're with you and showing you in a way that's like easy to understand.

Speaker 1 And that's what I think with us, I think one of our superpowers is being able to take complex subjects and make them very like easy to understand, right? Because I believe a good coach is a condenser.

Speaker 1 Right. Coaches are condensers.
Coaches are people who can take complex subjects and break them down so that a second grader can understand it, right? And And not overcomplicate it.

Speaker 1 And then you walk away feeling empowered. You feel you have clarity.

Speaker 1 And when you have clarity in your business, that's where all the creativity gets sparked and you get, you get hopeful again and you get excited about your business.

Speaker 1 And when you have overwhelm and confusion, that's when you're just like, oh, the hell with this. I'm not doing any of this.
Like, you know, you know what it is, too?

Speaker 1 It's, it's, it's this, uh, this thing in our heads, right? I like to say too much thinking leads to your ship sinking, right?

Speaker 1 And a lot of times, if people don't have have the guidance um or the roadmap laid out for them on on the next steps to do they get in their head and they start thinking to themselves oh well i i kind of want to do this but i kind of want to do that too or i started this and i think maybe i should go here next but there's all these other options here so i'm kind of confused i don't know what to do and then they just stay in that same exact spot right

Speaker 1 But here's the thing, like we like to model our business off of other successful businesses, right? Because if the multi-million dollar billion dollar brands are doing it, then you need to do it too.

Speaker 1 So one of the

Speaker 1 biggest things that these successful billionaire CEO entrepreneurs, one of the biggest things that they have in common, like Elon Musk, right?

Speaker 1 Steve Jobs, Bill Gates, like all of these successful entrepreneurs, the one thing that they have in common is that they're great thinkers, yes. They're the greatest minds in the world, yes.

Speaker 1 But they have the ability to stop thinking when it's time. They literally have the ability to shut down their brilliant mind, stop thinking, and execute, right? They have the ability to do that.

Speaker 1 Elon Musk just landed a rocket that came from space and it landed on this container thing, right? You can't do that if you're too caught up in your thoughts. You have to be able to execute.

Speaker 1 And what's even crazier, we're big into...

Speaker 1 law of attraction, metaphysics, manifestation, stuff like that. So for those of y'all listening that are into like meditation and prayer and things like that,

Speaker 1 there's this state of being called God consciousness, right?

Speaker 1 It's the state of being, right?

Speaker 1 And everyone has the ability to achieve a God-like consciousness. Now, the way to do that, I don't know if you follow Dr.
Joe Dispenser or not, but we're big into Dr. Joe Dispenser.

Speaker 1 But anyway, the way to achieve God consciousness is to literally stop thinking. Don't think about anything at all.
When you're in a meditative state, Dr. Joe Dispenser calls it

Speaker 1 attracting nothing, basically. And it's basically where you're just in a still state.
That's God consciousness.

Speaker 1 But when you get to that consciousness, that's when the ability to do anything you want opens up. Literally, the ability to do anything you want.

Speaker 1 Anything that you want, you now have access to because you're still now. You're not thinking.

Speaker 1 So it is very important for entrepreneurs that are listening that might get caught up in their thoughts and might not know which way to go it is very important to quiet it down a little bit and start executing and the best way to do that is by finding a mentor someone who can guide you and hold your hand through the process and actually give you the roadmap that you need so that you're not thinking and going left and right and not knowing what you're doing yeah take it i mean at the end of the day success loves speed right every successful person when i see them they see an opportunity they they don't just sit on it they get on it right they move fast and and ultimately like you're your pay like like there's so many like sayings and say like your pace determines your place right like

Speaker 1 move like it's so funny because like so many people want success to come fast to them but then they move slow and it's like well that scientifically doesn't even make any sense like how do you expect success to come to you fast if you're moving slow like i would say the biggest thing that i try to get people to do is to get them action get them taking action get them moving right when you see an opportunity when you hear that voice in your head when you feel that inclination to like i should do this thing start training yourself to move on it fast and watch what happens to your life right don't just think on like just get on it man and then watch what happens in your life it's just so crazy man but i don't know i guess at the end of the day people like they don't have to do it but i'm just saying what's worked for us and what's worked for so many other people man just start moving on this stuff like even like listening to us right now we're telling you how amazing facebook ads is right Ryan's telling you how amazing all these different strategies are and how life-changing they are.

Speaker 1 And we're giving you facts and proving you proof. Like, when we have so many case studies and all of us together, like so much proof, we don't need any more proof, right?

Speaker 1 You need more action, right? Don't just listen to a podcast like this, get all pumped up on information, and then have no implementation, right?

Speaker 1 I think that's what we're really, really lacking in this world: implementation.

Speaker 1 We got enough information, but we need some more execution,

Speaker 1 Hope is not a strategy.

Speaker 1 So

Speaker 1 last five minutes, guys, talk

Speaker 1 some tips out there. We're obviously not going to teach Facebook ads in five minutes, but maybe,

Speaker 1 you know, like some of the nuts and bolts that you guys get in with clients.

Speaker 1 Obviously, I don't know that anyone's going to just jump from this episode and jump in the Facebook Ads Manager and be a pro. But,

Speaker 1 and then, so that I wanted to, you know, hear some some perspective from you guys for, you know, how do people to start to take that step.

Speaker 1 Obviously, we'll have some call to actions for how they can learn from you guys. But

Speaker 1 that, and then differentiate for the audience, you know, we're saying Facebook slash meta,

Speaker 1 Instagram. When we say Facebook, are we talking about Instagram? Are we talking about Facebook?

Speaker 1 No, we're talking about Facebook and Instagram. And that's kind of where my meta thing was, you know?

Speaker 1 Yeah.

Speaker 1 All about

Speaker 1 I'll dive into the strategy and then you could follow that up with Facebook, Instagram, meta situation.

Speaker 1 But one strategy. So here's a strategy.
And we never share this strategy on a podcast. We've actually never done this before on a podcast.
Right about now first. Ding, ding, ding, ding.
Yep, yep, yep.

Speaker 1 That's a hook right there, too, by the way. Now everybody's paying attention.

Speaker 1 But no, like if y'all are listening and y'all are in a position where it's like, dang, I just,

Speaker 1 I'm getting, I have traffic coming to my site, but no one is converting. Like, what is going on? Why aren't people buying from me? We have a strategy called the hot 30 strategy.
All right.

Speaker 1 And the way that this works is it's designed to build your brand awareness like nothing else. Okay.

Speaker 1 We run this strategy now.

Speaker 1 And when we do, it's really crazy. We started doing it a few years ago, but when we started doing this, we would be taking sales calls with potential clients and we'd be like, hey, what's going on?

Speaker 1 This is Rich from anywhere. And literally on the other side of the phone, all I hear is screaming like, oh my God, I can't believe it's you.
This is crazy.

Speaker 1 Like literally like fanning out over RFA, right? And we don't have a huge, we have like 15,000 followers on IG.

Speaker 1 So we don't have a huge brand, but I'm just telling you that because this strategy works. So pay attention to this, all right? So what you want to do.

Speaker 1 Now, obviously you have to get in the ads manager to run this play, but I'm just going to talk as if you're already in Facebook ads and you just want to learn this strategy.

Speaker 1 So what you do, number one, is you want to create omnipresence, right?

Speaker 1 So you want to be retargeting people that have visited your brand in any aspect, meaning you want to retarget people who have visited your website over the last 30 days.

Speaker 1 You want to retarget people who have visited your Instagram in the last 30 days. And you want to retarget people who have visited your Facebook page in the last 30 days.

Speaker 1 You take all three of those audiences, and that's the audience that you're going to target inside of your Facebook ad.

Speaker 1 Now, the objective that you're going to choose for this ad is going to be a video view objective. Okay.

Speaker 1 So now you have your audience, you have your objective. The last part is the actual creative.

Speaker 1 So for the creative or the visual that you're going to use, you're going to use, you're going to find clips of you being interviewed on, let's say, a podcast, right? Like this podcast.

Speaker 1 You're going to find clips of

Speaker 1 you being held in a higher regard whether it's you being uh on it maybe there's a feature of you on on a magazine or a news channel or there's a podcast interview anything that you're doing that postures yourself in the place of being an authority you want to use those visuals to retarget these people okay

Speaker 1 now

Speaker 1 that's the first campaign you're going to do campaign number two you're going to use the same audiences those three audiences the the website viewers the instagram viewers and the Facebook viewers.

Speaker 1 This time you're going to change the objective. So this time you're going to do a traffic objective with this ad, right? So you have your traffic objective, you have your audience.

Speaker 1 The last thing left is the visual. You're going to use the same exact visuals, the visuals that are going to put you in the space of being an authority.
Same visuals, same ad copy, all of that. So

Speaker 1 let's zoom out real quick. So what you have here is you have a campaign

Speaker 1 that's optimized for video views. Then you have another campaign that's optimized for traffic.

Speaker 1 You're sending them to the same videos. Now, the question becomes, why would I run the same ad with different objectives? Now, here's why.

Speaker 1 Remember earlier we talked about how Facebook has 52,000 data points on each person that's using the platform, right? So Facebook knows the times of day when they need to be targeting you.

Speaker 1 One of those 52,000 data points is them knowing that at 3 p.m. Eastern time, Ryan likes to watch videos videos on Facebook.
So if they know that then at 3 p.m.

Speaker 1 Eastern time, that's when they're gonna hit Ryan with that particular ad.

Speaker 1 They also know that at 7 p.m. is when Ryan likes to click links, right?

Speaker 1 So what they're gonna do is they're going to deliver that traffic campaign to Ryan when he likes to click links.

Speaker 1 So what you're getting now is you're getting Facebook to target these people at specific times of the day when Facebook knows that they're more likely to interact with that objective that you chose.

Speaker 1 So what happens is you let this run. You spend two, $3 a day.
You let this run. You keep interchanging out the videos that you're using over time.

Speaker 1 And what begins to happen is now anyone that visits your website, Instagram, Facebook, they're going to continue to get hit with things that are putting you in the space of being an authority.

Speaker 1 And what's going to happen is they're going to eventually decide to book a call with you.

Speaker 1 They're going to decide to buy from you, but they're going to also turn into someone who might be moderately interested in you to someone who can potentially become a raving fan.

Speaker 1 So that's our hot 30 strategy. So the thing about that strategy too is that you don't need a lot of budget to make that happen, right?

Speaker 1 You can literally run that at like a dollar a day, $2 a day, maybe, because the people that you're retargeting, it's not going to be hundreds of thousands of people.

Speaker 1 You're probably talking maybe thousands of people at the max, right? So you can, you can get away with that with a very, very small budget and just have that running all the time.

Speaker 1 And that's how you create that omnipresence. And because like what they say, it's out of sight, out of mind, right? If they don't see you, they're not thinking about you.
Out of sight, out of mind.

Speaker 1 And if you're out of mind, then you're out of pocket, right? So you need to make sure that people are seeing you all the time because perspective is everything.

Speaker 1 And you can run that play in so many different ways.

Speaker 1 How often do you spread apart the first to the second? Like, do you have them immediately set them up at the same time or you do one for

Speaker 1 the exact same time, just a different objective?

Speaker 1 Yeah, exactly. Exactly.
And so you can run this play with like a hot 30, like you just said, which is more kind of a broad approach.

Speaker 1 But you can also do a very, very specific, what we call journey retargeting.

Speaker 1 Let's say you have people going into a lead magnet and you know that that lead magnet is going to pull them into an email opt-in and it's going to throw them into an email sequence for two weeks.

Speaker 1 Well, what you can also do is as soon as those people opt into your lead magnet, you can pull them into a custom audience, a two-week custom audience, and you can now run ads.

Speaker 1 side by side, basically parallel with your email sequence.

Speaker 1 So now for the for the two weeks, people are not only coming in, they're getting emails and text messages and all this stuff, but they're also seeing ads that are relevant to your lead magnet

Speaker 1 for those two weeks as well, right? And you can run this play, guys. I don't even know if y'all even understand how powerful this is, right?

Speaker 1 But again, when we're saying this stuff, get creative with the way that you use it because there's a lot of different ways you can do it with webinars, with challenges, with lead magnets, with any kind of like brand awareness play that you're trying to run.

Speaker 1 But when you do that, it's going to just increase the effectiveness of anything that you're trying to do so i don't know call it the time a top of mind awareness

Speaker 1 come on

Speaker 1 tom a play i like that uh

Speaker 1 talk to me i mean so we're talking when we talk facebook though you guys obviously facebook will place it where you need to but it might be facebook it might be instagram but do you let the algorithm figure out where it wants to target those people or do you go

Speaker 1 instagram only you know or do you let it yeah

Speaker 1 we always always, in the beginning, we want to split test both, right? Because a lot of people think that they know where their audience is, but a lot of times you might be wrong, right?

Speaker 1 So never make decisions based off your own opinion or your emotions. Always make data-driven decisions.
So we would recommend just letting it, letting the placements just go, right?

Speaker 1 And then letting Facebook figure out what the best is. Now,

Speaker 1 it's most likely always going to be the feed.

Speaker 1 right like you got right column you got stories you got marketplace you got all this stuff most of the time they're gonna it's gonna split test everything at first but then it's gonna say ah the feed is where it's at so you'll notice most of your money is gonna get spent delivering your stuff in the feed um but in terms of which placement facebook or instagram i would definitely split test because you don't know where your audience is until you test

Speaker 1 test test test gotta look at the data and it will tell you where to go everything that everything that's not a test is a guest advest you guys got all the names all the acronyms i thought i had a lot

Speaker 1 oh hey guys

Speaker 1 i love it. A lot of action here.
A lot of good advice. Where can everybody learn more about everything you guys are up to?

Speaker 1 Absolutely, man. So if you guys want to go to richfromanywhere.com, check out our website, man.
We have...

Speaker 1 tons of different courses that you guys can if you guys are just getting started hop into those courses they'll blow your mind um we have different challenges that you guys can join if you're more of a high level entrepreneur you already have some momentum you got some things going and you want to take things to a whole nother level really fast you can actually request a call uh request to speak with us.

Speaker 1 You can go to the contact and just request a call. We'll sit down, see where you're at, see how we can help you and have a nice little combo.
But yeah, rich from anywhere on all platforms.

Speaker 1 Check us out. Hit us up.
We're not bougie. We respond to everybody.
Yes, yes, yes, yes. Yes.
We don't want to be broke anywhere. We want to be rich from everywhere.

Speaker 1 Yes. Yes.
Appreciate you guys. Steven, Stephen.
Likewise, man. And thank you so much, bro.
Appreciate you. Hey, guys, you know what to find us, RyanIsRight.com.

Speaker 1 You'll find all the highlight clips from today, links to these guys' programs, and of course, link to all of our sponsors. Hey, go get them some love.
Brandon Bill's been taking care of us.

Speaker 1 You go take care of them. You know how this works.
We'll see you next time or right about now.

Speaker 2 This has been Right About Now with Ryan Alford, a Radcast Network Production. Visit ryanisright.com for full audio and video versions of the show or to inquire about sponsorship opportunities.

Speaker 2 Thanks for listening.